Apple is set to reveal its iPhone 16 series, highlighting a significant shift towards artificial intelligence rather than the typical hardware enhancements. The announcement will take place at 10 a.m. PDT (1700 GMT) at Apple Park, following their developer conference in June where Apple introduced Apple Intelligence—its version of generative AI capable of creating text, images, and other content on request.
Additionally, Apple showcased an updated Siri with ChatGPT integration, a chatbot developed by Microsoft-backed OpenAI. This update comes as Apple faces increased competition from Huawei in China, where consumers are eager for advanced AI features and are prepared to invest in them. Huawei has scheduled its own product launch shortly after Apple’s event.
For Apple Intelligence to be available in China, it must receive approval from Beijing. However, since OpenAI blocked ChatGPT in China in July, this restriction could affect Siri’s new AI capabilities.
iPhones made up over half of Apple’s $383 billion in revenue last year. With iPhone sales experiencing a slowdown, Apple is focusing on new AI features in its upcoming devices to entice upgrades. Earlier this year, Apple reduced prices aggressively in China due to government restrictions and growing local competition.
The iPhone 16 series will be the first to feature these AI innovations, although the iPhone 15 Pro and Pro Max models will also include some of these advancements. In addition to the new iPhones, Apple is anticipated to unveil updated versions of the Apple Watch and AirPods.
Rival companies, including Alphabet’s Google, are also highlighting AI advancements in an effort to challenge Apple’s stronghold on the premium smartphone market. Traditionally, Google has unveiled its Pixel smartphones in the fall, but this year it moved the event to August to precede Apple’s announcement.
At the event, Google emphasized AI innovations such as Gemini Live, a feature enabling real-time voice interactions with a digital assistant. Additionally, many of the AI enhancements introduced by Google have been extended to Android devices produced by other manufacturers like Samsung and Motorola.
Apple has announced that Apple Intelligence will be released in the United States this autumn, but has only provided this timeline for American users. In June, just a week after its developer conference, Apple revealed that the European launch would be postponed due to regulatory requirements set by the European Union.
